The Antecedents of Automobile Brand Loyalty: Evidence from Malaysian

Hashed Ahmad Mabkhot, Hashed Ahmad Mabkhot, Salniza MD Salleh and Hasnizam Shaari
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Hashed Ahmad Mabkhot: School of Business Management, Universiti Utara Malaysia, 06010 Sintok, Malaysia,
Hashed Ahmad Mabkhot: Faculty of Business and Economics, Amran University, Yemen,
Salniza MD Salleh: School of Business Management, Universiti Utara Malaysia, 06010 Sintok, Malaysia,
Hasnizam Shaari: School of Business Management, Universiti Utara Malaysia, 06010 Sintok, Malaysia.

International Review of Management and Marketing, 2016, vol. 6, issue 3, 596-602

Abstract: This study empirically examined the mediating effect of brand satisfaction (BS) on the relationship between brand image (BI) and brand loyalty (BL) among Malaysian customer toward local automobile brands. Four hypotheses were developed to test hypothesizing relationships among BI, BS on BL. Data collected from customers of automobile brands in north Malaysia peninsula from three states which were Kedah, Penang, and Perlis. This study applies partial least squares to a sample of 458 customers to test hypothesized relationships. The findings indicate that BI and BS appear to have significant and positive relationship with BL. BS mediates the relationship between BI and BL. The results are compared with earlier findings and implications for further research are discussed.

Keywords: Brand Satisfaction; Brand Image; Brand Loyalty; Malaysian Automobile (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (2)

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